Advertising:

Creative Picks: Motorola, Fanta, The Immunity Charm & More!

Lakshmipathy Bhat, August 7, 2017

There are hundreds of commercial messages vying for our attention everyday across traditional and new media. Only a handful are noticed. Here are a few creative ideas which caught my eye, the week ending 16th June, 2017: Moto Z’s branded content initiative in Brazil, immunisation charm and more.

 


Moto Z & O Estado de Sao Paulo: Branded Content

Agency: F.biz

The Moto Z is a new phone which aims to be different in the smartphone space with magnetic accessories called Mods. These snap on accessories include a projector, speaker and a zoom camera from Hasselblad. In order to convey the utility value of such mods and drive home the point that this phone can do pretty much everything without the need for a ‘specialist’ camera, the brand tied up with a leading Sao Paulo daily, O Estado de Sao Paulo. The idea: all the photographs and videos that appeared in the newspaper and on its website for three months were shot by staff photographers on the Moto Z.


Afghan Ministry of Public Affairs: Immunity Charm

Agency: McCann India

In an effort to tackle poor records of immunisation history and completion of immunisation itself, the Afghan Ministry of Public Affairs turned to a lucky charm — a bracelet, worn commonly on children in Afghanistan. The created bracelets with different coloured beads, with each colour, coded for a stage of immunisation complete. An ingenious idea which truly blends into the culture of a community. It shows a deep insight into the consumer mindset and what’s more, used to create a positive societal impact, not just to sell a candy or soft drink. This won the Grand Prix for Good at the Cannes Lions 2017.


Smirnoff: Made In America

Agency: 72andSunny

Twitter was abuzz with these outdoor ads from Smirnoff which capitalise on current affairs brilliantly. I loved the tongue in cheek humour. This is also a good example of topical meeting tactical advertising for the benefit of the brand.


AT&T: Unlimited Romance

Agency: BBDO New York

Here’s a goofy to drive home the point that AT&T offers unlimited data — so consumers can watch ‘unlimited’ romance, sport etc.


Fanta: Bottle Re-Design

Agency: Drinkworks

Semiotically, this re-design for Fanta bottle was meant to convey a squeezed fruit which in itself is a show stopper in the category. Even though Fanta is a carbonated drink, the design element works to convey that it is ‘good to the last drop’.

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